Virtual Fashion: The Runway Goes Online

I was five minutes late to the debut of Prabal Gurung’s new ready-to-wear collection for ICB, the Japanese label that will relaunch in the U.S. this fall. But I still snagged a front-row seat. That’s because the ICB show was the inaugural offering on Digital Fashion Shows, a virtual runway platform created by the fashion PR firm KCD.

Prabal Gurung for ICB

The concept of a web-based fashion show was a response both to a perceived need and changing set of attitudes in the fashion industry, said Ed Filipowski, co-president of KCD.

Fashion weeks have become increasingly dense with both shows and attendees, and a digital show, which can be viewed anywhere and any time, alleviates both crowding and scheduling difficulties.

Additionally, younger people in the industry, whether journalists, designers or buyers, are used to “seeing clothes first on a computer screen, as opposed to seeing them in person.” The development of the digital platform was also a nod to the number of web-based fashion journalists, Mr. Filipowski said, as they can embed videos of shows in blogs and online articles.

The ICB show was, nonetheless, invite-only. Another virtual show is planned for Paris fashion week, later this month.

The 6-minute presentation, which featured 32 looks (worn by 4 models), was pre-recorded and conservatively staged on an all-white runway. The video alternated between full-length and close-up shots of the models walking, showing the clothes from both frontal and side angles.

It was surprising that the show hewed so closely to the standard runway presentation, given the potential for variation. But the clothes displayed clearly even on a small iPad screen, and the platform featured a number of useful “extras.”

A runlist of looks scrolled beneath the video, with descriptions and a box to take notes. You could mark favorite looks, which could then be emailed, along with photos and your notes. High resolution images of the looks can be downloaded from the site.

Of course, the pre-recorded show lacked the drama of a live runway event–no flying sequins or tripping models, and no applause.

And the clothes? Mr. Gurung veered toward bold hues such as poppy, sapphire and magenta, and paired bright blouses and jackets with black trousers and skirts. Several skirts, dresses and pants were done in a watercolor-y, almost tie-dyed print.

A series of chiffon day dresses in white, black and deep pink had a vintage feel with professional polish. Necklines were uniformly high. Leather, widely on the runways this season, also cropped up in the ICB collection, which included a flouncy, short-sleeved black leather dress and blazer with wool and leather panels. A white chiffon blouse with a simple shape had fluttery ribbons on the shoulders, evoking angel wings.

A wool cloak, shown in an acidy chartreuse and with delicate smocking across the back, was a keynote.